When it comes to Web analytics, Google is king. Many of my agency’s clients use it, and if they don’t, we recommend they do.
Google Analytics is a comprehensive tool that integrates seamlessly with Google’s paid search offerings. It has everything that most organizations need in one place, so it’s where many marketers go when they want to gauge their digital efforts’ ROI.
Google Analytics is not the only game in town, however. Though it might be stellar (and free), your organization might warrant something more specialized.
Below are other analytics tools worth exploring:
Clicky tracks all analytics in real time-something Google can achieve only for certain metrics. Each time you log in to Clicky you get real-time data on every metric tracked, including visitors on your site at that moment.
It also provides extensive information on user behavior. For example, you can gather detailed information on a user’s actions during a visit and generate a heat map of his actions. It can facilitate your nimble campaigns by enabling you to make rapid adjustments and back up those changes with data.